37.        The author rejects the claim that the loud engine noise of American-made
Motorcycle X appeals to the manufacturer's customers and explains why they are not
attracted to quieter, foreign-made imitations. The author's rejection is based on two
reasons. First, the author points out that foreign cars tend to be quieter than similar
American-made cars, yet they sell just as well. Secondly, the author claims that ads for
Motorcycle X do not emphasize its engine noise; instead, the ads highlight its durability
and sleek lines, and employ voice-overs of rock music rather than engine roar. In my
view, these reasons do not establish that the quieter engines of the foreign imitations fail
to account for their lack of appeal.
      To begin with, the first reason rests on the assumption that what automobile
customers find appealing is analogous to what motorcycle customers find appealing.
This assumption is weak, since although there are points of comparison between
automobiles and motorcycles, there are many dissimilarities as well. For example,
headroom, smooth ride, and quiet engines are usually desirable qualities in a car.
However, headroom is not a consideration for motorcycle customers; and many
motorcycle riders specifically want an exciting, challenging ride, not a smooth one. The
same may be true of engine noise; it is possible that motorcyclists like what loud engine
noise adds to the experience of motorcycle riding.
      The author's second reason is also problematic. Although the engine noise of
Motorcycle X is not explicitly touted in advertisements, it does not necessarily follow
that engine noise is not an important selling feature. Because Motorcycle X has been
manufactured in the U.S. for over 70 years, its reputation for engine noise is probably
already well known and need not be advertised. Moreover, the advertisers might use
rock music on Motorcycle X ad soundtracks for the specific purpose of suggesting, or
even simulating, its loud engine noise.
      In conclusion, this author has not provided convincing reasons for rejecting the
claim that quieter engines make foreign-made motorcycles less popular. The author's
analogy involving foreign car sales is weak, and the claim about Motorcycle X
advertisements misses the purpose of including rock music in the ads.